Who is the company voice on social media?
Apr 24th
As more mainstream companies get involved with direct customer conversations in social media channels, who is responsible for the conversation?Two camps are emerging. Some believe that the more employee-enthusiasts involved, the better. You’re not going to stop the Tweets anyway so why try? Go ahead and enlist them for the good of the company. But do you really want every employee to have the authority of a company spokesperson?Camp two is a traditional approach of command and control. One company, one spokesperson. But how is that even possible in an environment of instantaneous communication? Today, company news is not necessarily dictated by a press release. A rumor can travel globally over mobile devices faster than you can make a phone call to the CEO.
This issue is fraught with peril — yes, the more company enthusiasts the better. But are those the same people who will be defining your brand? What are the guidelines? What are the accountabilities? What if an employee unwittingly sets off a chain reaction of public humiliation?
Through traditional media channels, the guidelines were clear, the message was clear and the chain of command was clear. Despite the “come one, come all” freedom inherent in social media, I predict this same hierarchical structure will evolve to rule the social media channel in mainstream companies. The stakes are too high for brand integrity, corporate governance and SEC accountability to abdicate corporate communications to early adopters of the newest social networking platforms.
Corporations can’t control the network, but they can monitor what employees say and do and articulate consequences for those who step beyond well-established guidelines. A public company is not a democracy. Employees do not have freedom of speech. Watch what you Twitter.
Is print dead?
Apr 22nd
This morning a colleague asked me this question regarding a new health-related magazine he was starting and the prospects for attracting advertisers. Here was my response:
Although advertising budgets are rapidly moving toward online media, print is definitely not dead. Paper media still has a couple of advantages.
First, your target audience may not have the time or interest to scan the Internet for content. More than 30% of Americans don’t use the Internet at all and in many countries that rate is even higher.
Second, research shows that people process printed information more effectively, especially if the content is long or complex. If you’re like me, you print out Internet content to read if it is more than about a page long.
Third, a direct-mail piece has an unparalled ability to reach specifically-targeted audiences.
Finally, print magazines reach a different sort of secondary audience — people in a doctor’s office or a spouse at home for example. That could be important to some advertisers.
Like any media channel, the key is this — what customer need is being met? If the audience you’re reaching with the magazine aligns with the demographics sought by advertisers, and the price per impression is competitve, you will win and attract advertisers.
If the media channel adds value to customers, it will be relevant no matter if it is based on pulp or “tweets.”
Welcome to {grow}
You’re in marketing for one reason: Grow.
Grow your company, reputation, customers, impact, profits. Grow yourself. This is a community that will help. It will stretch your mind, connect you to fascinating people, and provide some fun along the way. I am so glad you’re here.
-Mark SchaeferFollow Mark
Groups We Believe In
